Dec 14, 2018
Today marks the halfway point in
our series on the five senses – we have already talked about sight
and smell…and today we are digging into taste. Smell and taste are
closely linked so be sure and listen to last week's episode about
the sense of smell. Both taste and smell use chemical receptors to
the brain, and are our more primitive senses.
Smell is directly tied to the
emotional center of the brain and also closely bonded to our
memories. Taste is not as strong in that department, but it still
has more of a link than some of the other senses. In this episode,
I talk about parts of the sense of smell that are closely tied to
taste. We dig into mirror neurons for the first time. In case you
don't know, I explain what anosmia is and tie everything into ways
to increase and improve your business.
- [09:25] Smell and taste are
closely linked together. Both use chemical receptors in the brain
and are more primitive senses.
- [09:50] Taste and smell are
closely linked (unless you have anosmia a condition where someone
loses their sense of smell).
- [11:02] People who lose their
sense of smell also lose the majority of their sense of taste. Why?
Because taste is actually 80% smell!
- [11:53] Your olfactory bulbs
are bringing in the molecules that help you distinguish between all
those scents to help you have a better sense of what you are
tasting (and tying that to memories and
- [12:41] Our tongue’s 10,000
taste buds can basically distinguish between a few categories of
flavors – salty, sweet, sour, bitter and umami (which is sort of a
- [13:11] The tongue’s taste
receptors basically know if something is salty or sweet, but can’t
tell the difference between the flavor of a tortilla chip or a
pickle. The nose is required for that.
- [13:36] We can actually taste
all flavors at any area on the tongue (and some of the rest of our
mouth as well).
- [13:48] Taste is actually
strongest around the edge of your tongue.
- [13:59] “Spicy” is not a taste
- it is a pain receptor.
- [14:23] The little bumps you
can SEE on your tongue are NOT your tastebuds! Those are called
fungiform papillae and the taste buds are down between those
- [15:02] The tongue absorbs
molecules from the foods we eat and sends a signal to the brain,
which then determines what category it falls into.
- [16:25] MIRROR NEURONS These
are basically what allow us to “feel” what others feel.
- [17:21] The story of how
scientists accidentally discovered mirror neurons in a lab in
- [18:56] MIRROR NEURONS AND
- [19:44] Cleaning products used
to have the face of Mr. Yuck on them.
- [20:44] Using food and the
sense of taste can quickly backfire on you because of mirror
- [22:06] If you ARE selling food
– good news! You can trigger mirror neurons all the time and use
them to your advantage.
- [22:28] Studies have shown that
taste relies on all the other senses to create a full
- [22:39] Sight is important. If
you have ever watched a tasting challenge on the food network you
know that being able to see the food makes a difference. The expectation of
what is coming to them impacts the taste.
- [24:07] Some studies have shown
that taste tests for orange juice varied based on color
- [24:28] Think about eating a
potato chip, or celery or popcorn. If you can’t hear the sound of
chewing it – that satisfactory crunch – does it impact your
perception of taste? You bet it does!
- [25:33] Touch includes the feel
in your hands as well as texture and temperature. These all impact
- [26:15] When it comes to taste
– all the senses are involved because of the way they are processed
in the brain.
- [26:31] Our brains get what
- [27:26] Don’t judge a book by
its cover? Unfortunately, we do every day – which is one more
reason brands matter.
- [30:37] We know taste is
greatly impacted by all the senses.
- [31:32] When it comes to
advertising the taste of something – incorporate all the senses if
- [34:01] The words you choose,
images, smells, flavors, sounds, and everything else
- [34:52] Everything leading up
to the interactions with your brand matters more than what you are
selling, the price – and the taste if you have one.
- [35:11] So always, always be
strategic and thoughtful in everything you do.
Thanks for listening. Don’t
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